Humanity in Action: Customer Engagement

Item not bookmarked
Resource bookmarked
Bookmarking...
With
No items found.
⛏️
Guest Miner:
Sylvain Gauchet
Review star
Review star
Review star
Review star
Review star
💎  x
13

Braze put together a thorough and practical ebook on customer engagement.

Source:
Humanity in Action: Customer Engagement
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Document
Publication date:
September 26, 2019
Added to the Vault on:
February 28, 2020
Invite a guest
Unlock 600+ mobile growth insights 💎 - for FREE
💎 #
1

When measuring creative performance, first look at CTR/CVR/IPM when introducing the ad then after a few days move to Payer Rate/ROAS.

27:55
💎 #
2

When you find a performing creative, try reformatting it in all possible formats.

29:25
💎 #
3

Localizing voice over (narration) is not enough, and might even hurt conversion. Add subtitles for better results.

12:55
💎 #
4

When building your team, lack of ego on both the UA and design side is key. Also actually put people together in the same room (physically) and make the data (and language) accessible.

16:29
💎 #
5

Understand you “know nothing” and test and learn all the time because only results count.

25:12
💎 #
6

Creative creation/iteration process in brief: design team writes brief (with examples/wireframes) and creates 1st iteration, UA team tests 1st iteration, both teams discuss how to get better results and design team writes new brief and creates new version.

25:55
💎 #
7

Start by producing super short and catchy creatives (4-5 second video or loop) and/or go the opposite route and create something much longer with narration or a tutorial. It is harder to find success in between.

29:38
💎 #
8

To test new creatives, run a new creative test each week (with same audience/platform/geos), measure them against each other, rank them and introduce the best ones into active campaigns.

30:58
💎 #
9

Be careful of trends because if you arrive too late and everybody is doing it it might hurt you (give bad results).

32:58
💎 #
10

When hiring a creative, do a home test by giving them 2 ads and attaching numbers (good/bad results info) so they can try and understand in order to give you a 3rd iteration.

36:30
💎 #
11

Generally, Liftoff sees videos showing the user experience perform better.

50:35
💎 #
12

You want everybody in your company to chime in on creatives and show ads that have convinced them to download an app/game.

57:58
💎 #
13

Measure creative fatigue by looking at how many people see the ad over time but also monitoring if the ad is reaching a new unique audience over time.

58:53
The gems from this resource are only available to premium members.
  • Unlock access to gems from 170+ mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Receive the hottest gems 🔥 (most valuable insights) each month
Upgrade Your Plan
💎 #
1

When measuring creative performance, first look at CTR/CVR/IPM when introducing the ad then after a few days move to Payer Rate/ROAS.

27:55
💎 #
2

When you find a performing creative, try reformatting it in all possible formats.

29:25
💎 #
3

Localizing voice over (narration) is not enough, and might even hurt conversion. Add subtitles for better results.

12:55
💎 #
4

When building your team, lack of ego on both the UA and design side is key. Also actually put people together in the same room (physically) and make the data (and language) accessible.

16:29
💎 #
5

Understand you “know nothing” and test and learn all the time because only results count.

25:12
💎 #
6

Creative creation/iteration process in brief: design team writes brief (with examples/wireframes) and creates 1st iteration, UA team tests 1st iteration, both teams discuss how to get better results and design team writes new brief and creates new version.

25:55
💎 #
7

Start by producing super short and catchy creatives (4-5 second video or loop) and/or go the opposite route and create something much longer with narration or a tutorial. It is harder to find success in between.

29:38
💎 #
8

To test new creatives, run a new creative test each week (with same audience/platform/geos), measure them against each other, rank them and introduce the best ones into active campaigns.

30:58
💎 #
9

Be careful of trends because if you arrive too late and everybody is doing it it might hurt you (give bad results).

32:58
💎 #
10

When hiring a creative, do a home test by giving them 2 ads and attaching numbers (good/bad results info) so they can try and understand in order to give you a 3rd iteration.

36:30
💎 #
11

Generally, Liftoff sees videos showing the user experience perform better.

50:35
💎 #
12

You want everybody in your company to chime in on creatives and show ads that have convinced them to download an app/game.

57:58
💎 #
13

Measure creative fatigue by looking at how many people see the ad over time but also monitoring if the ad is reaching a new unique audience over time.

58:53
The gems from this resource are only available to premium members.

Gems are the key bite-size insights "mined" from a specific mobile marketing resource, like a webinar, a panel or a podcast.
They allow you to save time by grasping the most important information in a couple of minutes, and also each include the timestamp from the source.

Become a member to:
  • Unlock access to gems from 170+ mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Receive the hottest gems 🔥 (most valuable insights) each month
GET Access
💎 #
1

When measuring creative performance, first look at CTR/CVR/IPM when introducing the ad then after a few days move to Payer Rate/ROAS.

27:55
💎 #
2

When you find a performing creative, try reformatting it in all possible formats.

29:25
💎 #
3

Localizing voice over (narration) is not enough, and might even hurt conversion. Add subtitles for better results.

12:55
💎 #
4

When building your team, lack of ego on both the UA and design side is key. Also actually put people together in the same room (physically) and make the data (and language) accessible.

16:29
💎 #
5

Understand you “know nothing” and test and learn all the time because only results count.

25:12
💎 #
6

Creative creation/iteration process in brief: design team writes brief (with examples/wireframes) and creates 1st iteration, UA team tests 1st iteration, both teams discuss how to get better results and design team writes new brief and creates new version.

25:55
💎 #
7

Start by producing super short and catchy creatives (4-5 second video or loop) and/or go the opposite route and create something much longer with narration or a tutorial. It is harder to find success in between.

29:38
💎 #
8

To test new creatives, run a new creative test each week (with same audience/platform/geos), measure them against each other, rank them and introduce the best ones into active campaigns.

30:58
💎 #
9

Be careful of trends because if you arrive too late and everybody is doing it it might hurt you (give bad results).

32:58
💎 #
10

When hiring a creative, do a home test by giving them 2 ads and attaching numbers (good/bad results info) so they can try and understand in order to give you a 3rd iteration.

36:30
💎 #
11

Generally, Liftoff sees videos showing the user experience perform better.

50:35
💎 #
12

You want everybody in your company to chime in on creatives and show ads that have convinced them to download an app/game.

57:58
💎 #
13

Measure creative fatigue by looking at how many people see the ad over time but also monitoring if the ad is reaching a new unique audience over time.

58:53
The access to discussions on each resource is only available to premium members.

Growth Gems members discuss resources and their key insights (as well as other mobile growth topics) in the community. It's the perfect way to dig deeper, ask questions and get additional perspectives.
Upgrade to premium to:
  • Unlock access to key insights from 170+ mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the member-only community.
Upgrade Your Plan
The access to discussions on each resource is only available to premium members.

Growth Gems members discuss resources and their key insights (as well as other mobile growth topics) in the community. It's the perfect way to dig deeper, ask questions and get additional perspectives.
Become a member to:
  • Unlock access to gems from 170+ mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the member-only community.
GET Access

You need to be logged in the community to be able to see the discussion below.
You can also head over directly to this topic in the community

Notes for this resource are currently being transferred and will be available soon.

The Brand Humanity concept


[💎@p3¶4] The more human your interactions with your customers feel to them, the more successful those interactions will be.

[💎@p3¶5] Conversational, cross-channel messaging can increase engagement by up to 9x.

“Quirky,” “fun,” or “amusing" [...] are among the weakest predictors of customer engagement in the study.

Marketing 101

Far too many companies spend the bulk of their time, money, and effort on the first step (acquisition), and end up neglecting the second(engagement and retention).

Use tech to ask customers what they want, listen to their feedback, and deliver against those expectations.

In this eBook, Braze defines the marketing funnel in 4 stages:

  • Acquisition
  • Engagement
  • Retention
  • Loyalty/evangelism


Fundamentals of CRO (Conversion Rate Optimization)

  1. Ask questions to understand where people are dropping off and the improvements that can be made to move  people through the funnel
  2. Set up reports to monitor your efforts - don't jump straight into tactics
  3. Create hypotheses and test them
  4. Measure the results
  5. Keep iterating at every step
  6. Stop optimizing the bad

No company ever succeeded by doing the wrong thing better.


Marketing KPIs mentioned: Cost Per Acquisition, Customer Acquisition Costs, Lifetime Value (Projected), Average Revenue Per User, Return on Investment.


Data is the building block of successful customer relationship management. You should be compiling:

  • Demographics and personal information
  • Interests
  • Behavior/events (w/ your product)


Data Management Technologies: APIs, webhooks, SDKs, data export streaming tools (the real-time the better)

Testing: A/B testing & Multivariant testing.

Data Privacy and Security: details on PII (SOC 2), PHI (HIPPA) and GDPR.


Customer segmentation

Compile focused and specific data, defining subsets of your audience with similar attributes, preferences,

or behaviors.

A dynamic segment is a segment where the people contained within it are updated on an ongoing, real-time basis.


Marketing Tech Stack


Acquisition

31% of a company’s brand humanity comes from being perceived as personal and considerate.

9  acquisition campaigns that draw the right crowd:

  1. Partner & Co-Marketing
  2. Holiday & Cultural Tentpole (piggybacks on the universal recognition factor
  3. of a holiday or pop culture moment)
  4. Event Promotions
  5. New Product or Program (valuable to a specific audience)
  6. Contests
  7. Alerts (opt-in messaging)
  8. Breaking News
  9. Daily Briefing
  10. Newsletter


it’s important to achieve an efficient balance between paid and non-paid (or organic) audience growth

The most effective customer acquisition tactics: SEO/Landing Page Optimization, Digital Advertising, Content Marketing, Word-of-mouth/referral/social sharing,.


There is such a thing as too much data, as it increases complexity: be strategic, not comprehensive. To figure out your needs, define the customer journey:

  • Start by considering the action(s) you want your customers to take
  • Walk backward from there to determine the intermediary steps


[💎@p36¶3] For each step, define:

  1. Data checkpoint
  2. Next goal
  3. Data needed next
  4. Step-up strategies this data could support
  1. Example of what you need to define at each step of the customer journey you've established


You also need to have user profiles (even if simple at the beginning) and have them in a centralized place.


Top 6 customer acquisition mistakes

  1. Not spending enough money (to find people who will convert and yield a ROI)
  2. Spending too much money
  3. Investing in paid while neglecting organic strategies
  4. Wasting money on acquiring the “wrong” customers (people not converting down the funnel)
  5. You’re baiting and switching (leading to churn)
  6. Forgetting to engage (not setting up nurture campaigns)


What Engagement Is, Why It Matters and What You Need to Know

ff



The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

The Brand Humanity concept


[💎@p3¶4] The more human your interactions with your customers feel to them, the more successful those interactions will be.

[💎@p3¶5] Conversational, cross-channel messaging can increase engagement by up to 9x.

“Quirky,” “fun,” or “amusing" [...] are among the weakest predictors of customer engagement in the study.

Marketing 101

Far too many companies spend the bulk of their time, money, and effort on the first step (acquisition), and end up neglecting the second(engagement and retention).

Use tech to ask customers what they want, listen to their feedback, and deliver against those expectations.

In this eBook, Braze defines the marketing funnel in 4 stages:

  • Acquisition
  • Engagement
  • Retention
  • Loyalty/evangelism


Fundamentals of CRO (Conversion Rate Optimization)

  1. Ask questions to understand where people are dropping off and the improvements that can be made to move  people through the funnel
  2. Set up reports to monitor your efforts - don't jump straight into tactics
  3. Create hypotheses and test them
  4. Measure the results
  5. Keep iterating at every step
  6. Stop optimizing the bad

No company ever succeeded by doing the wrong thing better.


Marketing KPIs mentioned: Cost Per Acquisition, Customer Acquisition Costs, Lifetime Value (Projected), Average Revenue Per User, Return on Investment.


Data is the building block of successful customer relationship management. You should be compiling:

  • Demographics and personal information
  • Interests
  • Behavior/events (w/ your product)


Data Management Technologies: APIs, webhooks, SDKs, data export streaming tools (the real-time the better)

Testing: A/B testing & Multivariant testing.

Data Privacy and Security: details on PII (SOC 2), PHI (HIPPA) and GDPR.


Customer segmentation

Compile focused and specific data, defining subsets of your audience with similar attributes, preferences,

or behaviors.

A dynamic segment is a segment where the people contained within it are updated on an ongoing, real-time basis.


Marketing Tech Stack


Acquisition

31% of a company’s brand humanity comes from being perceived as personal and considerate.

9  acquisition campaigns that draw the right crowd:

  1. Partner & Co-Marketing
  2. Holiday & Cultural Tentpole (piggybacks on the universal recognition factor
  3. of a holiday or pop culture moment)
  4. Event Promotions
  5. New Product or Program (valuable to a specific audience)
  6. Contests
  7. Alerts (opt-in messaging)
  8. Breaking News
  9. Daily Briefing
  10. Newsletter


it’s important to achieve an efficient balance between paid and non-paid (or organic) audience growth

The most effective customer acquisition tactics: SEO/Landing Page Optimization, Digital Advertising, Content Marketing, Word-of-mouth/referral/social sharing,.


There is such a thing as too much data, as it increases complexity: be strategic, not comprehensive. To figure out your needs, define the customer journey:

  • Start by considering the action(s) you want your customers to take
  • Walk backward from there to determine the intermediary steps


[💎@p36¶3] For each step, define:

  1. Data checkpoint
  2. Next goal
  3. Data needed next
  4. Step-up strategies this data could support
  1. Example of what you need to define at each step of the customer journey you've established


You also need to have user profiles (even if simple at the beginning) and have them in a centralized place.


Top 6 customer acquisition mistakes

  1. Not spending enough money (to find people who will convert and yield a ROI)
  2. Spending too much money
  3. Investing in paid while neglecting organic strategies
  4. Wasting money on acquiring the “wrong” customers (people not converting down the funnel)
  5. You’re baiting and switching (leading to churn)
  6. Forgetting to engage (not setting up nurture campaigns)


What Engagement Is, Why It Matters and What You Need to Know

ff



The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
GET Access

The Brand Humanity concept


[💎@p3¶4] The more human your interactions with your customers feel to them, the more successful those interactions will be.

[💎@p3¶5] Conversational, cross-channel messaging can increase engagement by up to 9x.

“Quirky,” “fun,” or “amusing" [...] are among the weakest predictors of customer engagement in the study.

Marketing 101

Far too many companies spend the bulk of their time, money, and effort on the first step (acquisition), and end up neglecting the second(engagement and retention).

Use tech to ask customers what they want, listen to their feedback, and deliver against those expectations.

In this eBook, Braze defines the marketing funnel in 4 stages:

  • Acquisition
  • Engagement
  • Retention
  • Loyalty/evangelism


Fundamentals of CRO (Conversion Rate Optimization)

  1. Ask questions to understand where people are dropping off and the improvements that can be made to move  people through the funnel
  2. Set up reports to monitor your efforts - don't jump straight into tactics
  3. Create hypotheses and test them
  4. Measure the results
  5. Keep iterating at every step
  6. Stop optimizing the bad

No company ever succeeded by doing the wrong thing better.


Marketing KPIs mentioned: Cost Per Acquisition, Customer Acquisition Costs, Lifetime Value (Projected), Average Revenue Per User, Return on Investment.


Data is the building block of successful customer relationship management. You should be compiling:

  • Demographics and personal information
  • Interests
  • Behavior/events (w/ your product)


Data Management Technologies: APIs, webhooks, SDKs, data export streaming tools (the real-time the better)

Testing: A/B testing & Multivariant testing.

Data Privacy and Security: details on PII (SOC 2), PHI (HIPPA) and GDPR.


Customer segmentation

Compile focused and specific data, defining subsets of your audience with similar attributes, preferences,

or behaviors.

A dynamic segment is a segment where the people contained within it are updated on an ongoing, real-time basis.


Marketing Tech Stack


Acquisition

31% of a company’s brand humanity comes from being perceived as personal and considerate.

9  acquisition campaigns that draw the right crowd:

  1. Partner & Co-Marketing
  2. Holiday & Cultural Tentpole (piggybacks on the universal recognition factor
  3. of a holiday or pop culture moment)
  4. Event Promotions
  5. New Product or Program (valuable to a specific audience)
  6. Contests
  7. Alerts (opt-in messaging)
  8. Breaking News
  9. Daily Briefing
  10. Newsletter


it’s important to achieve an efficient balance between paid and non-paid (or organic) audience growth

The most effective customer acquisition tactics: SEO/Landing Page Optimization, Digital Advertising, Content Marketing, Word-of-mouth/referral/social sharing,.


There is such a thing as too much data, as it increases complexity: be strategic, not comprehensive. To figure out your needs, define the customer journey:

  • Start by considering the action(s) you want your customers to take
  • Walk backward from there to determine the intermediary steps


[💎@p36¶3] For each step, define:

  1. Data checkpoint
  2. Next goal
  3. Data needed next
  4. Step-up strategies this data could support
  1. Example of what you need to define at each step of the customer journey you've established


You also need to have user profiles (even if simple at the beginning) and have them in a centralized place.


Top 6 customer acquisition mistakes

  1. Not spending enough money (to find people who will convert and yield a ROI)
  2. Spending too much money
  3. Investing in paid while neglecting organic strategies
  4. Wasting money on acquiring the “wrong” customers (people not converting down the funnel)
  5. You’re baiting and switching (leading to churn)
  6. Forgetting to engage (not setting up nurture campaigns)


What Engagement Is, Why It Matters and What You Need to Know

ff